Logos are being bought like hot cakes. Almost every company uses at least one logo. But prices for logos vary greatly. Some are ready to create a logo for 1,000 rubles, other designers - for 10,000 rubles, and some ask for 200,000 or a million. Let's figure out why prices for 1 logo vary so much.
Factors that influence the price of a logo
The price will always depend on the contractor and the customer and the scope of his task.
Characteristics of the performer that affect the price:
Experience
Portfolio
Reputation
Team and service
How the price depends on the customer’s project and goals
Size matters
Geography of logo application
Goals
Uniqueness of the logo
Do you need help registering?
Scope of design work
Customer's idea (there is a sketch) or development from scratch
Number of options and edits
Just a logo or corporate identity or branding
Number of output files
Performer experience
Differences in development costs may be due to differences in experience. Most often, the cost of a novice designer’s work is several times or even tens of times lower than that of an experienced specialist. In order to become a professional designer, you need a lot of practice.
Of course, there are exceptions when novice designers set exorbitant prices for their services, but such designers risk being left without clients at all. The price must correspond to the market and be rational.
Factors that influence the price of a logo
The price will always depend on the contractor and the customer and the scope of his task.
Characteristics of the performer that affect the price:
Experience
Portfolio
Reputation
Team and service
How the price depends on the customer’s project and goals
Size matters
Geography of logo application
Goals
Uniqueness of the logo
Do you need help registering?
Scope of design work
Customer's idea (there is a sketch) or development from scratch
Number of options and edits
Just a logo or corporate identity or branding
Number of output files
Performer experience
Differences in development costs may be due to differences in experience. Most often, the cost of a novice designer’s work is several times or even tens of times lower than that of an experienced specialist. In order to become a professional designer, you need a lot of practice.
Of course, there are exceptions when novice designers set exorbitant prices for their services, but such designers risk being left without clients at all. The price must correspond to the market and be rational.
Portfolio and successful projects
Successful cases in the past can be considered proof of professionalism, so the services of specialists who have many very successful projects are more expensive.
The designer’s portfolio, which features high-quality and original logos, indicates his high professional level and his ability to create effective and memorable brands.
A portfolio can also reflect the variety of styles and concepts that an artist can offer. This allows the client to evaluate how successfully the artist will be able to translate his visual ideas and requirements into the logo.
Naturally, all this increases the cost of designer services. The presence of many successful projects proves that a specialist has all the skills to cope with a variety of tasks.
But if a specialist does not have successful projects in the past, who can feel confident placing an order with him? But if the price is low, some are willing to take the risk.
Asking about a portfolio is a way to assess the abilities of a novice specialist when you want to save a lot by trusting him to create the face of your brand.
The situation is much the same with agencies. If it has implemented many successful projects, then the price will most likely be high, and if we are talking about newcomers to the market, then low.
Reputation of the performer and reviews of working with him
Naturally, the services of specialists with an impeccable reputation will always cost more. Reputation consists of the popularity of the “name”, the number of awards and bonuses and real reviews. Designers and agencies with a strong personal brand can be worth millions!
Professionals with a large number of positive reviews can set prices much higher than those who do not have such reviews. Reviews indicate not only professionalism, but also customer satisfaction with the quality of services.
Besides, reviews are something that can be verified. A call to one or more lucky owners of logos produced by your potential artist may convince you to cooperate with him or, conversely, repel you.
Team and service
The price of the work may be influenced by whether you order the development from a private specialist or a company. Freelancer services will most likely cost less. This may be due to their low overhead and the lack of an additional team.
If we are talking about developing a logo design for a small company with small budgets, it may be worth turning to a freelancer who quotes services cheaply. By working with a freelance designer, you can have more flexibility in exactly how your logo work will be done.
You can communicate directly, collaborate in a more personalized way, and have more flexibility in influencing the process. But if we are talking about a larger and more ambitious project, it is better to contact an agency, despite the likely higher price.
Design agencies can offer a high level of expertise and experience, and many are able to provide a full range of services from concept to final implementation and registration with Rospatent, including marketing and strategic support. In addition, you will most likely be provided with a personal manager who is easy to communicate with.
Size matters
Working on a logo for a small cafe in a residential area of the city and a logo for a huge corporation are different levels of tasks. I won’t even write what is more expensive and what is cheaper :)
Why is the amount of work on the logo of a large company greater:
1. Simple Logo for Internal Use: If your goal is to create a simple logo for internal use only, such as on business cards or internal documents, then the design cost can be relatively low.
2. Logo for an online product or online presence: If your goal is to create a logo for an online product, website or social media profiles, then the design process may require more work. In this case, the designer can create a logo that ensures adapted display on different devices and effective use in digital formats.
3. Logo for a large company or brand: If your goal is to create a logo for a large company or brand that will be used on a wide range of materials, such as packaging, advertising, outdoor advertising, etc., then the cost of development may be higher. This involves a more complex process of researching, developing a concept, creating multiple versions and variations of a logo for different purposes.
4. Logo for global use: If your goal is to create a logo for a global company or international brand that will be used in different countries, languages and cultures, then development may require additional time and resources. This is due to the need to adapt the logo for different cultural contexts and linguistic features.
In addition, there is a market component. Large companies also have greater resources, and almost always value their “face” much more expensive than small businesses. Therefore, large companies themselves tend to invest in the development of a high-quality and attractive logo.
Geography of logo application
The wider the geography of application of the logo, the more time and effort will be required for research and development, which means the higher the price. Here are a few parameters on how geography can affect cost:
1. Linguistic and Cultural Considerations: If the logo will be used in different countries or regions with different languages and cultures, the designer may require more time and resources to ensure that the logo is adapted and takes these features into account. This could be linguistic and cultural research or tailoring design elements to local preferences and perceptions. Because of this, developing a logo for global use may cost more.
2. More in-depth research of the target audience is required. With the expansion of geography, the number of target audience segments also increases, which means a more in-depth analysis of pains, fears, needs and objections for each segment is required. A logo that can be remembered and “please” everyone is a lot of work on a compromise but striking solution
3. Deeper research of competitors. Wider geography means more competitors, among which you need to stand out.
4. With the expansion of geography, the requirements for the uniqueness of the logo also increase. This will require more time to study competitors, patent checks, and so on.
It is important to discuss the geographic implications of the logo application with the designer or agency and factor them into the costing process.
Design agencies can offer a high level of expertise and experience, and many are able to provide a full range of services from concept to final implementation and registration with Rospatent, including marketing and strategic support. In addition, you will most likely be provided with a personal manager who is easy to communicate with.
Size matters
Working on a logo for a small cafe in a residential area of the city and a logo for a huge corporation are different levels of tasks. I won’t even write what is more expensive and what is cheaper :)
Why is the amount of work on the logo of a large company greater:
1. Simple Logo for Internal Use: If your goal is to create a simple logo for internal use only, such as on business cards or internal documents, then the design cost can be relatively low.
2. Logo for an online product or online presence: If your goal is to create a logo for an online product, website or social media profiles, then the design process may require more work. In this case, the designer can create a logo that ensures adapted display on different devices and effective use in digital formats.
3. Logo for a large company or brand: If your goal is to create a logo for a large company or brand that will be used on a wide range of materials, such as packaging, advertising, outdoor advertising, etc., then the cost of development may be higher. This involves a more complex process of researching, developing a concept, creating multiple versions and variations of a logo for different purposes.
4. Logo for global use: If your goal is to create a logo for a global company or international brand that will be used in different countries, languages and cultures, then development may require additional time and resources. This is due to the need to adapt the logo for different cultural contexts and linguistic features.
In addition, there is a market component. Large companies also have greater resources, and almost always value their “face” much more expensive than small businesses. Therefore, large companies themselves tend to invest in the development of a high-quality and attractive logo.
Geography of logo application
The wider the geography of application of the logo, the more time and effort will be required for research and development, which means the higher the price. Here are a few parameters on how geography can affect cost:
1. Linguistic and Cultural Considerations: If the logo will be used in different countries or regions with different languages and cultures, the designer may require more time and resources to ensure that the logo is adapted and takes these features into account. This could be linguistic and cultural research or tailoring design elements to local preferences and perceptions. Because of this, developing a logo for global use may cost more.
2. More in-depth research of the target audience is required. With the expansion of geography, the number of target audience segments also increases, which means a more in-depth analysis of pains, fears, needs and objections for each segment is required. A logo that can be remembered and “please” everyone is a lot of work on a compromise but striking solution
3. Deeper research of competitors. Wider geography means more competitors, among which you need to stand out.
4. With the expansion of geography, the requirements for the uniqueness of the logo also increase. This will require more time to study competitors, patent checks, and so on.
It is important to discuss the geographic implications of the logo application with the designer or agency and factor them into the costing process.
Purposes of application
The purposes for which a logo is used may influence the price of its development. Here are a few ways goals can affect value:
1. Branding and Image: If the goal is to design a logo to establish a brand and create a strong company image, this may require more in-depth research, conceptual work, and a higher level of design. Branding requires consideration of the target audience, unique values and brand positioning, which can affect the cost of development.
2. Wide range of applications. As we already mentioned, if the logo will be used across different platforms and media channels, this may require creating multiple versions of the logo (for example, print, digital media and outdoor advertising) and adapting it to different formats and sizes. This can impact development costs as more time and resources are required to create and maintain different versions of the logo.
3. Brand Extension: If your plans include expanding your brand and using your logo on new products or services, you may need a scalable design that can be easily adapted and used in different contexts. This may require a more complex and thorough development process, which may impact cost.
Uniqueness requirements
The higher your requirements for the uniqueness of the logo and the wider the geography of its application, the more work you will have to do, which means the higher the price.
1. Market and Competitors: The designer can spend more time on research to ensure that the logo being designed is unique and not similar to existing logos of competitors and firms in related niches. This may include researching the market, analyzing other companies' logos, and looking for unusual ideas to create an original and memorable logo. Additional research and analysis may increase development costs.
2. Intellectual Property: Uniqueness of a logo is an important aspect to avoid copyright infringement. And if the customer requires uniqueness from the designer, then a lot of additional work will be required to verify the uniqueness (even if the customer undertakes to register the logo) to ensure its legal and exclusive use. This will require the inclusion of additional services and will therefore affect the price.
3. Creative Ideas: Uniqueness requires creativity and original ideas. Designers can use more time and resources to develop out-of-the-box ideas and solutions to create a completely unique logo that meets the client's requirements.
Do you need help registering a trademark?
If you have developed a unique logo, it is important to register it and reserve the right to use and copy protection.
Uniqueness of the logo is an important aspect to protect the brand and avoid confusion or legal issues. When choosing a designer or agency, make sure they have expertise in uniqueness and intellectual property to ensure your logo is legal and ethical.
Checks, preparation of documents and legal support for registration are a separate service that costs money and requires specific knowledge and time. Some agencies, like ours, can help you register trademarks and other intellectual property.
Customer's idea or development from scratch
The most significant part in the cost of a logo is the intellectual and creative input - the research and idea. The technical component (design) for implementing an idea is not something that is really expensive.
Therefore, if the customer has a clear idea of what his logo will look like, if he has done the research himself, worked out the positioning and even has a sketch, then he can afford to hire an inexpensive specialist who simply has the skills to implement the idea.
If you want to save money, you can turn to a freelancer or even a beginner who is just fluent in design programs.
But no matter who you turn to, a private customer or an agency, if you have an idea and a sketch that you have worked out, it is fair that you be given a price that is multiple lower than that which involves developing a turnkey logo.
Number of logo options and edits
It is logical to assume that a service in which several logo options will be developed will cost more than developing just one option, since the amount of effort spent will be different. It is believed that several design options are created so that the customer chooses the best option.
I am convinced that most often this is not the case.
An experienced specialist is able to ask such questions to the client in order to accurately understand his needs. In addition, a pro knows the market well and knows how to research it. He can clearly understand what a logo should be for a specific business in a specific niche.
The purposes for which a logo is used may influence the price of its development. Here are a few ways goals can affect value:
1. Branding and Image: If the goal is to design a logo to establish a brand and create a strong company image, this may require more in-depth research, conceptual work, and a higher level of design. Branding requires consideration of the target audience, unique values and brand positioning, which can affect the cost of development.
2. Wide range of applications. As we already mentioned, if the logo will be used across different platforms and media channels, this may require creating multiple versions of the logo (for example, print, digital media and outdoor advertising) and adapting it to different formats and sizes. This can impact development costs as more time and resources are required to create and maintain different versions of the logo.
3. Brand Extension: If your plans include expanding your brand and using your logo on new products or services, you may need a scalable design that can be easily adapted and used in different contexts. This may require a more complex and thorough development process, which may impact cost.
Uniqueness requirements
The higher your requirements for the uniqueness of the logo and the wider the geography of its application, the more work you will have to do, which means the higher the price.
1. Market and Competitors: The designer can spend more time on research to ensure that the logo being designed is unique and not similar to existing logos of competitors and firms in related niches. This may include researching the market, analyzing other companies' logos, and looking for unusual ideas to create an original and memorable logo. Additional research and analysis may increase development costs.
2. Intellectual Property: Uniqueness of a logo is an important aspect to avoid copyright infringement. And if the customer requires uniqueness from the designer, then a lot of additional work will be required to verify the uniqueness (even if the customer undertakes to register the logo) to ensure its legal and exclusive use. This will require the inclusion of additional services and will therefore affect the price.
3. Creative Ideas: Uniqueness requires creativity and original ideas. Designers can use more time and resources to develop out-of-the-box ideas and solutions to create a completely unique logo that meets the client's requirements.
Do you need help registering a trademark?
If you have developed a unique logo, it is important to register it and reserve the right to use and copy protection.
Uniqueness of the logo is an important aspect to protect the brand and avoid confusion or legal issues. When choosing a designer or agency, make sure they have expertise in uniqueness and intellectual property to ensure your logo is legal and ethical.
Checks, preparation of documents and legal support for registration are a separate service that costs money and requires specific knowledge and time. Some agencies, like ours, can help you register trademarks and other intellectual property.
Customer's idea or development from scratch
The most significant part in the cost of a logo is the intellectual and creative input - the research and idea. The technical component (design) for implementing an idea is not something that is really expensive.
Therefore, if the customer has a clear idea of what his logo will look like, if he has done the research himself, worked out the positioning and even has a sketch, then he can afford to hire an inexpensive specialist who simply has the skills to implement the idea.
If you want to save money, you can turn to a freelancer or even a beginner who is just fluent in design programs.
But no matter who you turn to, a private customer or an agency, if you have an idea and a sketch that you have worked out, it is fair that you be given a price that is multiple lower than that which involves developing a turnkey logo.
Number of logo options and edits
It is logical to assume that a service in which several logo options will be developed will cost more than developing just one option, since the amount of effort spent will be different. It is believed that several design options are created so that the customer chooses the best option.
I am convinced that most often this is not the case.
An experienced specialist is able to ask such questions to the client in order to accurately understand his needs. In addition, a pro knows the market well and knows how to research it. He can clearly understand what a logo should be for a specific business in a specific niche.
Just a logo or branding
It’s just that a logo will cost less than a logo + a document with the rules for its use. It will cost even more to develop a corporate identity, which will also include typography, patterns, souvenirs, packaging, promotional materials, social media design, banners and much more. The composition of branded products that will be included in the ordered corporate identity is determined individually in each case.
Number of output files
It is logical to assume that the more formats your logo file is saved in, the higher the price. This is probably true if you are ordering an inexpensive product.
But when you buy, first of all, a creative idea, I’m sure they will convert your logo into the necessary formats for free.
It’s just that a logo will cost less than a logo + a document with the rules for its use. It will cost even more to develop a corporate identity, which will also include typography, patterns, souvenirs, packaging, promotional materials, social media design, banners and much more. The composition of branded products that will be included in the ordered corporate identity is determined individually in each case.
Number of output files
It is logical to assume that the more formats your logo file is saved in, the higher the price. This is probably true if you are ordering an inexpensive product.
But when you buy, first of all, a creative idea, I’m sure they will convert your logo into the necessary formats for free.
